Making Money With Your Phone: The Mobile Internet Marketing Revolution

Chapter 7 Content Strategy: Why Users Follow You (3)
In contrast, let’s take a look at the official Weibo of Mercedes-Benz smart with 43 fans. Although it has a huge number of fans, and each Weibo is quite interesting, and some can even be said to be attentive, but each of them only has ten. A few comments and retweets, why?It turns out that this is because the content of its Weibo is the same in form. It is a few photos of Mercedes-Benz smart plus a short text. The monotonous form can easily cause aesthetic fatigue of Weibo fans.So even though it has 43 followers, it doesn't even get 43 retweets per post.

In fact, if we click on one of the microblogs to view, the content is quite interesting, but it is precisely because of the monotony of the form and the lack of interactivity that the fan response is sluggish.

It can be seen that the flexibility of self-media is an advantage in mobile Internet content marketing.Therefore, no matter whether an enterprise or an individual, two possibilities should be considered in content marketing: one is to continuously accumulate high-quality content and build itself into a highly popular self-media; Embed your own marketing message.But the latter needs to be noted that each self-media has its own characteristics. Even two self-media in the same industry may have very different styles and audiences. For example, two self-media experts in the same IT industry , one likes to complain about entertainment news, and the other likes to share cartoon and animation information. Their fan composition is obviously different. When choosing who to cooperate with, companies should conduct detailed research.

2.4.2 Self-media content marketing strategy
No matter how you look at it, content marketing through self-media is more energy-intensive than traditional media, but relatively, its return on investment is also high.Here are a few principles that need to be paid attention to in the process of self-media content marketing.

[-]. Adhere to personalization of content
There is a saying in marketing called "market segmentation", which means that through marketing research, business operators divide the overall market of a certain product according to the obvious differences in consumers' needs and desires, purchasing behavior and buying habits The process of classifying a market into several consumer groups.Self-media marketing also needs to subdivide its own fan base, and the most important way is to provide personalized content.Of course there must be humor and hot spots, but one's own positioning should not be vague, one cannot be an entertainment gossip expert at one time, and then become a scholar full of literature and art. This kind of ambiguity in positioning can easily lead to the loss of original fans.

[-]. Give first, take later
Self-media is not a tool to "extract" popularity and support from fans, but a platform to "give" content and value.There are many types of value, such as information, experience, fun, etc., are all values.

Take Weibo star Zhang Jiajia, a famous writer, as an example. His Weibo is widely sought after because he often posts touching words with positive energy.

Now there are hundreds of millions of microblogs and tens of thousands of WeChat public accounts. Only self-media like these that can bring value to users will be favored, gain popularity and fans.Only by understanding this causal relationship can you adjust your mentality when editing content and impress fans from many small places.

Still taking Zhang Jiajia’s microblog as an example, he often posts some microblogs thanking readers for their support.

These details have further increased fans' love and support for Zhang Jiajia, and her book sales have also risen all the way.

[-]. Use self-deprecating humor to keep the heat

If you want to build a self-media that everyone likes to browse and continue to pay attention to, you must continue to provide fans with valuable information. If you sometimes do not find high-quality shared content, you must learn to interact with fans with humor or hot spots of public opinion to maintain heat.

Still taking Zhang Jiajia’s Weibo as an example, when Flappy Bird, a very “abuse” mobile game, became popular, he uploaded a picture of the high score of the game with obvious PS, and used exaggerated and “self-deprecating” methods to communicate with fans. Maintain a good relationship.

In the era of mobile Internet, various hotspots emerge in endlessly. The flexibility of self-media makes each hotspot a high-quality material that boosts popularity and maintains continuous attention. The key is how to use it for your own use. style" humor is worth learning from.

[-]. Use interaction to enhance fan loyalty

A group of fans who don't talk and don't give feedback is useless. If they don't talk, you don't know if they are interested in your content.Therefore, interactivity is an important foothold in self-media marketing.Compared with the gifts and promotional activities of ordinary companies, the interaction of self-media should follow the emotional route: seriously reply to fans' messages, initiate topics that can resonate, give fans a surprise from time to time, and so on.Only in this way can we establish a solid emotional connection with fans and increase fan loyalty.

Weibo celebrity and actor Liu Ye’s Weibo is a model of interaction. From time to time, he will select lucky fans from the fans who comment on his Weibo to add attention, and post them through Weibo. This method greatly mobilizes fans’ comments And the enthusiasm of reposting, and will continue to pay attention to its Weibo.

In addition to the above 4 points, self-media marketing also needs to pay attention to many aspects. After all, the development of the mobile Internet has made many people famous overnight, and it has also ruined many people overnight.Therefore, every message from the self-media to fans needs to be carefully considered, and you must not leave a negative impact on yourself, especially not to get angry because of the unreasonable abuse of some malicious fans and be rude on public platforms.The mobile Internet will infinitely magnify very small scenes, and perhaps your long-term accumulated popularity will be lost in an inadvertent explosion.

2.5 The Ultimate of Content Marketing: Control Terminal
2.5.1 When the mobile phone becomes a remote control
If your business is ambitious enough, it is not enough to just push content through other people's platforms. You also have to try to build your own mobile content terminal and improve the marketing layout of the entire mobile Internet, so that you can truly be invincible.

The interconnection of digital devices has always been a key research and development topic of IT companies and home appliance companies. The DLNA standard initiated by Microsoft, Sony, and Intel in 2003 aims to solve the interconnection of wireless networks and wired networks including personal PCs, consumer appliances, and mobile devices, making it possible for unlimited sharing and growth of digital media and content services .

Milian is a digital device interconnection function independently developed by Xiaomi based on the MIUI system. It is different from various existing standards, but it is compatible with Apple AirPlay, DLNA and Google's Android system. It has become a comprehensive The new technology standards of each director.

The main function of Milian is to solve the problem of video, picture and music content transmission on Android phones (using MIUI system), iPhone, iPad, and PC.And these devices want to be connected, the most critical and core of which is the Xiaomi box.To put it simply, the interconnection between these different devices uses the Mi Box as an intermediate carrier to realize interconnection through Milian technology.

One of the important reasons why Lei Jun stepped up research and development efforts to launch Milian before Xiaomi's wings were full was to increase the sales of other terminal devices.It is at this stage that Milian has opened up the Internet ecosystem of digital devices for Xiaomi, and Xiaomi can also get a share of the terminal equipment market.In addition to the released Xiaomi phones, Xiaomi boxes (including Xiaomi remote controls), and Xiaomi TVs, Xiaomi has previously released a toy electric car that is remotely controlled by Xiaomi phones.These products can be connected with each other through Milian and Xiaomi Box, and terminal control can be realized with only one Xiaomi mobile phone.

This is why users who buy Xiaomi phones buy Xiaomi TVs, or users who buy Xiaomi TVs want a Xiaomi phone.In the future, as people get used to Milian's convenient wireless Internet connection, they will definitely not be willing to switch to other devices.And if Xiaomi produces new mobile Internet devices, such as electronic paper books or Pads, it will be easier for users who are accustomed to Milian to form a purchase.Of course, the purpose of people using Milian, besides terminal control, is to realize resource sharing.From the perspective of resource sharing, in fact, there was Bluetooth technology before the advent of smart phones, but the transmission speed of Bluetooth is relatively slow, and the working distance is limited, so Bluetooth technology is not suitable for today's large-capacity file transmission and device interconnection.And Milliant has successfully solved the problem of resource sharing, and it is convenient and quick.

2.5.2 Xiaomi Box and Duokan

The so-called resource sharing means sharing content. No matter how advanced Milian’s technology is, if there is no content support and no content platform, then Xiaomi’s Milian technology or Xiaomi’s terminal equipment will hardly be truly invincible. .Therefore, Xiaomi Technology has done two things that seem to have nothing to do with the production of mobile phones, and began to set foot in the field of content production. One is to acquire Duokan Technology, which makes high-quality reading, and the other is to use Xiaomi Box to seize the beachhead of Internet TV.

When it comes to TV set-top boxes, most of us think of the devices we use when watching cable TV.The TV set-top box provides TV program information to the cable TV users by receiving and decoding the cable TV signals.However, the Mi Box is a real Internet TV set-top box, which makes the TV a network terminal with the function of surfing the Internet, and can also browse the content of Internet video programs through the Mi Box.

When asked about the idea of ​​Mi Box, Lei Jun said: "Five or six years ago, I thought that mobile phones would replace computers and become the most commonly used terminal. The most important link to conceive is the most important mobile phone accessory.”

At the Mi Box press conference, Lei Jun introduced to the media participating in the press conference that the first function of the Mi Box is to project mobile phones, Pads, PCs and other terminals to the TV screen through WiFi, and configure a separate remote control , has supported multiple wireless protocols such as Android 4.2; the second function is to watch video programs on TV for free, and has reached licensing agreements with more than ten Internet companies such as Sohu Video, Tencent Video, Wasu TV, and Thunder. , TV series and other film source libraries exceed 10; the third function is that the Mi Box SDK is completely open, supporting application developers to develop various applications such as videos and games for the Mi Box.

A new company Duokan Technology was also unveiled at the press conference.Lei Jun announced at the meeting that Xiaomi has acquired Duokan Technology wholly-owned. Wang Chuan, the founder of Duokan Technology, has become the eighth co-founder of Xiaomi Technology.The reason why Duokan announced the acquisition at this time is because Duokan is the real behind-the-scenes development team of Xiaomi Box.The acquired Duokan Technology has become a separate business unit of Xiaomi, developing products such as Xiaomi Box, Xiaomi TV, and future Duokan e-books (the possibility of Xiaomi Pad is not ruled out), and is responsible for the content of Xiaomi's products (including text, music, video, etc.) ) The heavy responsibility of operation.The high-quality reader developed by Duokan Technology is the best reading system on the Kindle besides the built-in system, and it is widely loved by consumers because it has a large number of high-quality Chinese e-book resources.As a mobile APP, Duokan Boutique Reader is also in the leading position in the download ranking of Chinese e-readers in IOS, Android and other systems.

With Lei Jun's strategic vision that has always been good at layout, the launch of Xiaomi Box is by no means aimless.Lei Jun's Xiaomi product strategy has gradually surfaced: take Xiaomi mobile phones as the center, extend to TVs, set-top boxes, readers and other hardware in the future, use Xiaomi e-commerce as the hardware sales channel, and integrate videos, pictures, Internet services such as music, as well as Internet applications such as e-commerce and games, construct the "Xiaomi ecological chain".

On March 2013, 3, Mi Boxes were officially launched on the official website in pilot cities, and the first batch of 19 Mi Boxes were all sold out within minutes.The so-called "sneak into the night with the wind, moisten things silently", Xiaomi Box is gradually entering the lives of users, and will gradually change people's concepts.Lei Jun's prediction that "the mobile phone will replace the computer as the most commonly used terminal, the TV is the display of the mobile phone, and the mobile phone is the broadcast controller of the TV" is becoming a reality step by step.

(End of this chapter)